SKIMS

Aug 2024

The SKIMS Fall 2024 ad campaign masterfully leans into an intersection of domestic intimacy and high-end fashion, redefining the lifestyle campaign aesthetic through a lens of raw, cinematic storytelling. Under the creative vision of Chief Creative Officer Kim Kardashian and Creative Director Kim Schraub, the project avoids the sterility often found in modern apparel advertising. Instead, it invites the audience into a series of serene, natural environments where wet grass, swirling mist, and golden hour haze provide the backdrop for a collection defined by its soft textures and architectural silhouettes. Photographer Petra Collins expertly utilizes natural light to elevate the imagery, capturing a sense of ethereal movement that frames each subject in a moody, polished light. The inclusion of Charli XCX as the lead model grounds the editorial minimalism in a relatable, contemporary frame, while the presence of golden retriever puppies reinforces the cozy, lived-in brand identity that SKIMS has cultivated. By combining the sharp, clean lines of athletic-inspired sets with the organic unpredictability of rain showers and outdoor gardens, the campaign achieves a distinct visual language. This project captures the essence of commercial photography as it oscillates between editorial flair and accessible luxury, resulting in a series of images that feel both grounded and aspirational while showcasing the tactile quality of the apparel through expert technique.

Lifestyle, Commercial, Cinematic

Natural light

Luxury Fashion Houses, Fashion